Once the exclusive territory of luxury brands such as Rolls-Royce and Ferrari, personalization programs are now being introduced by an increasing number of mainstream manufacturers to satisfy the growing desire for customized features in vehicles.
Genesis is the latest brand to join this trend with its new One of One program, currently available exclusively to customers in West Asia. While there has been no announcement regarding expansion into other regions, it is anticipated.
Genesis One of One personalization program
The One of One program allows customers to collaborate with a Genesis representative to craft a one-of-a-kind design, similar to rival personalization services. Choices encompass custom color and material combinations for both the exterior and interior, as well as personalized embroideries and engravings (including dash plaques and door sill tread plates), along with a variety of accessories. All elements are created using traditional craftsmanship.
The initial models eligible for the program are the G90 flagship sedan and G80 Coupe. These vehicles boast unique features such as two-tone paint, specially colored leather accents, and custom embroidery, which includes exclusive quilting designs for the seats.
Even brands that aren’t typically linked to luxury vehicles are providing a growing array of personalization choices. For example, Ford introduced the Custom Garage program last year, and Mini has been rolling out its Yours Customized program for several years now.
Looking ahead, Genesis also aims to delve into the performance sector with the establishment of its own racing team and an in-house performance sub-brand. This sub-brand, named Magma, is designed to compete with BMW’s M series and Mercedes-Benz’s AMG by offering enhanced versions of every model in the Genesis lineup.
Image Source: Nick N A / Shutterstock
